After great success with the 2010 Canadian Winter Olympic Uniforms, the Hudson’s Bay Company asked Arcade to work with their team to conceptualize and design the 2012 Canadian Summer Olympic Uniforms.
The first step in this process was to come up with inspiration for the collection. Like in the winter games, we looked at what made us Canadian. The world looks at us as an expansive snow tundra, but the truth is that we are just as much a summer nation as a winter nation. In fact, in a way – more than anyone else in the world – WE LIVE FOR SUMMER.
To demonstrate to the team our inspiration, we created a video to express this. This video is a mood board in motion to express what we couldn’t express in just words.
This video was and is intended for internal use only. We do not claim to have the rights to any of it, we just want to demonstrate our behind the scenes creative process.
The concept sketches of actual uniforms for the Games.
Philippe Beaudry (Fencing) & Julia Wilkinson (Swimming).
Jennifer Abel (Diving) & Thomas Hall (Canoe/Kayak).
Primary team emblem inspired by the last time Canada went to London to compete: 1908.
With our secondary graphic, we wanted to show inclusion by representing all 13 provinces & territories in an updated unified shield.
The third main graphic are these patches which are used to represent Canada in the great outdoors.
Arcade developed the creative for Sweet Potato Chronicles, including visual identity, logo and website design. Former Fashion Magazine editor in chief Ceri Marsh and beauty director Laura Keogh are the co-founders behind the family food blog. The creative was inspired by their passion for food, love for their families and the imperfection that come with kids. The goal was to be personable, aspirational and approachable to all families.
Arcade was asked by New Era to participate in their 90th Anniversary Design Project. Arcade was selected for the project among 90 other influential artists, celebrities and musicians including Jay Leno, Tina Fey and Ludacris. Arcade received a blank, white 59FIFTY fitted cap to use as a canvas and was asked to create an inspiring cap design in honour of New Era’s 90th Anniversary.
As one of the Canadian artists, Arcade was inspired by Canadian heritage and hunters and gatherers from the past for the piece. The final design was influenced by the theme of taxidermy and the idea of a mythical 2-headed red fox creature. All materials selected were repurposed from vintage fur items. The cap was showcased in the NEXC 90th Anniversary gallery event in Toronto.
Arcade developed the creative for God Save The Queen: The Next British Invasion, a two-day landmark event hosted by The Hudson’s Bay Company at The Room in celebration of their 1-year anniversary.
As a celebratation of London Fashion, the event invited Top British designers including Olympia Dellal, Giles Deacon, Mark Fast, Erdem Moralioglu, Jonathan Saunders, Mario Schwab, and Nicholas Kirkwood. The event featured an invite-only dinner Gala, a full day’s worth of Spring 2011 trunk shows and a discussion panel with the featured designers.
Arcade’s goal was to capture the essence of the London lifestyle and high fashion for the British Invasion with high-impact branding.Along with developing the overall logo and branding, Arcade designed and produced the invitations, press kits, microsite, limited edition t-shirt and gift bags. The event was praised by the fashion media and scored rave reviews from Vogue, Flare, Fashion Magazine, Fashion Television, Front Row Mag, V Magazine and Hello Magazine.
Arcade was asked to create an international brand experience for Diesel’s sister brand 55DSL in collaboration with PANINI during South Africa’s 2010 World Cup. The keywords were youthful, innovative, and ‘crazy’, so Arcade came up with the Galactic Battle of Foosball.
The Galactic Battle of Foosball was a 1-month international foosball tournament taking place in 7 major countries throughout the world. Participants were competing for a chance to win tickets to South Africa. Arcade provided creative direction for the campaign and also designed a poster, a Vice print ad, an e-vite, a microsite, an avatar creator, and the overall retail experience, including window displays, (gift with purchases), and the tournament’s foosball tables.
For the new launch of the Hudson’s Bay Company Collection, designers were asked to create signature, one of a kind products exclusively for Hudson’s Bay.
Collaborative product was developed, including limited edition Langford canoes, custom paddles by Red Tail and scarves from Virginia Johnson. Head designer and project manager Rita Shulman oversaw all the designs in the collection.
For the new launch of the Hudson’s Bay Company Collection, designers were asked to create signature, one of a kind products exclusively for Hudson’s Bay.
Arcade Agency developed the creative concept – we selected 10 of the best designers in the country to create one-of-a-kind Point Blanket Coats. Â Designers included Todd Lynn, Erdem, Pink Tartan, Smythe, Jeremy Laing, Comrags, Klaxon Howl, Harricana par Mariouche, Krane, and Lida Biday.
Arcade was asked to work with Hudson’s Bay Company as part of the design team for the Official Vancouver 2010 Olympic Games uniforms and apparel collection. Arcade worked on the concept, photoshoot, art direction, and design of the limited edition promotional book for press and VIPs.
Arcade was part the Vancouver 2010 Olympic apparel design team. Collection included the Official Team Canada uniforms worn by athletes. All graphics by Arcade.
New logo design for the Hudson’s Bay Company. The new corporate logo was created to reflect the company’s heritage, quality and decision to move away from the HBC acronym. The new logo uses a modernized version of the Company’s original crest, with stripes inspired by the iconic Hudson’s Bay  Point Blanket.
Website design for Delux, one of Toronto’s best new restaurants. Creative direction, web design and production.
See the full site here: www.deluxrestaurant.ca
Interior and exterior design for one of the best new restaurants in Toronto. Details include a mix of industrial furniture, hand-painted signs and vintage lighting fixtures.
Seasonal concept for Nike Sportswear to reinforce Nike’s position as the top sportswear choice for winter. Campaign included a launch event, environment design, a photoshoot of Canadian athletes, print ads, and in-store signage.
Arcade unveiled a teaser and launch campaign on 8/8/08 to introduce Nike Sportswear to Canada. We worked with artist ALIST to develop a signature concept to celebrate the launch of the brand and to highlight Nike’s Sportswear Icons.
Seasonal environmental design and installations for Nike Toronto’s Sport Culture Room. The room brings the sport culture stories to life and helped connect consumers through an innovative store experience.
